dc.contributor | 企管系 | |
dc.creator (作者) | 李嘉林 | zh_TW |
dc.creator (作者) | Lee, Chia-Lin | |
dc.date (日期) | 2014-01 | |
dc.date.accessioned | 24-Mar-2015 18:50:59 (UTC+8) | - |
dc.date.available | 24-Mar-2015 18:50:59 (UTC+8) | - |
dc.date.issued (上傳時間) | 24-Mar-2015 18:50:59 (UTC+8) | - |
dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/74012 | - |
dc.description.abstract (摘要) | From the viewpoint of consumer psychology, we argue that a key factor of co-branding success is a better product-fit in terms of attribute-level complementarity. The objective of this study is to investigate the impacts of attribute-level complementarity on co-branding success. We first define co-branding success, among others, as the occurrence of two effects, namely a synergy effect and a positive spillover effect. Then, assuming attribute-level complementarity exists in a horizontal co-branding setting, we test two hypotheses corresponding to each effect by using a perceptual Consumer-based Brand Equity (CBBE) measure in a laboratory experiment. The experimental results report that attribute-level complementarity may not lead to a “higher-value” co-branded product and may damage both brands’ equity. That is, the synergy and positive spillover effects may not always occur even under the scenario of a better product-fit. In sum, we find that a horizontal co-branding partnership with attribute-level complementarity could be a double-edged sword for the allying brands. The present paper contributes to co-branding literature by showing the connection between affect-transfer of attribute beliefs and co-branding success. For brand managers, our CBBE measure provides an ex-ante evaluation of a proposed partnership. | |
dc.format.extent | 122 bytes | - |
dc.format.mimetype | text/html | - |
dc.relation (關聯) | European Research Studies, | |
dc.subject (關鍵詞) | Co-branding;Attribute-level Complementarity;Consumer-based Brand Equity;Spillover Effect;Product-fit | |
dc.title (題名) | Could Co-Branding be a Double-Edged Sword for Brand Partners? | |
dc.type (資料類型) | article | en |